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name: Amr wael

name: Amr wael. G11 presentation on BMW company supervised by miss: Reda . Films. Company Background. BMW = Bavarian Motor Works Founded in 1916 Originally an aircraft engine manufacturer Produced first automobile in 1929

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name: Amr wael

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  1. name: Amr wael G11 presentation on BMW company supervised by miss: Reda

  2. Films

  3. Company Background • BMW = Bavarian Motor Works • Founded in 1916 • Originally an aircraft engine manufacturer • Produced first automobile in 1929 • By the 1980s, established itself in the luxury/ performance segment of the global automotive market

  4. Product Line • 3 Series • Entry Level Sedan • $25K to $40K • 5 Series • Mid-range Sedan • $37K to $44K • 7 Series • Flagship Sedan • $54K to $70K

  5. The BMW Customer • Average BMW Customer Profile: • Approx. 46 years old • Median income = $150K • Well-educated • Married and no children • 2/3 were male • Technology is important • Very loyal to the BMW brand • Driving is a form of personal expression • Work hard and play hard!

  6. BMW Films • In 2000, BMW had a unique window of opportunity • Sales were highest ever in the U.S. • Brand has never been stronger • No new products being launched over next 6 months

  7. BMW Films • Non traditional approach • Previous success with product in films • Unique opportunity to sell brand and not cars • Advertising campaign to incorporate the Internet to produce a series short films: • http://www.youtube.com/watch?v=oGVLuu-P4KU&mode=related&search= • Over 9 million hits • Comprised of 5 films • Over 2 Million visitors registered

  8. Problem Identification • How to increase sales in the U.S. 40% (which would represent a 2% market share) over the next several years to 300,000 cars per year.

  9. Question 1—What are some of the concerns about future customer acquisitions? • BMW is more of a fashion brand. • BMW is position as a vehicle for self-expression • BMW success is may be inherently cyclical. • Challenge of marketing to a generation of consumers (or more precisely, whose parents’ generation) own and drive BMWs

  10. Films Questions?

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